# Acquisition and ad spend

> Import ad spend, then see cost per purchase, cost per approved patient and ROAS by channel, campaign, ad set and ad.

Updated 2026-11-10 · Analytics · https://kalmananalytics.com/support/acquisition-and-spend/

**Acquisition** puts your ad spend next to the purchases and approvals it drove. The goal is a true cost per approved patient, not just cost per click.

## 1. Import spend

**Meta**

1. Open the Meta page (**Integrations** → Meta Conversions API).
2. Add your **Ad account ID (optional, for spend)**. Use the number without `act_`. The saved token needs `ads_read` on that ad account.
3. Choose **Save**.

Kalman loads the last 30 days straight away. After that it imports spend every 3 hours and refreshes the last few days each time, so late changes from Meta come through.

**Google Ads** (when it's available on your account): choosing the Google Ads account loads the last 30 days of spend. Kalman then imports it every three hours.

Until spend arrives, the page shows "No ad spend imported yet".

## 2. Tag your ads

Kalman ties outcomes to ads by reading campaign, ad set and ad ids from your UTMs.

- **Meta**: on the Meta page, copy the line under **Add tracking tags to your Meta ads**. In Ads Manager, open the ad, go to Tracking → URL parameters, paste the line and publish. Meta fills in the ids itself. New ads need the line too.
- **Google Ads**: paste the **Final URL suffix** from the Google Ads page into your account's tracking settings.

Kalman credits each purchase or approval to the visitor's last non-direct visit in the previous 30 days.

## 3. Read the page

Pick a period with the date picker. With **vs previous** on, each tile is compared with the period before. The tiles are:

- **Spend**: imported ad spend in the period.
- **Cost / purchase**: spend divided by purchases.
- **Cost / approved patient**: spend divided by provider approvals. This is your CAC per approved patient.
- **ROAS**: purchase and refill revenue, minus refunds, divided by spend.

The tiles count every purchase and approval in the period. The table counts only outcomes Kalman could credit to a specific campaign through the UTMs.

## 4. Drill down

The table starts at **Campaigns**. For each row it shows Spend, Clicks, Purchases, Approvals, Cost / purchase, Cost / approved and ROAS.

1. Choose a campaign to see its ad sets.
2. Choose an ad set to see its ads.
3. Use the breadcrumb (Campaigns → campaign → ad set) to go back up.

Google campaigns with no ad-level data, such as Performance Max, show as a single row.

## Channels

If you have spend on more than one channel, an **All / Meta / Google Ads** filter appears. On **All**, you also get a **By channel** panel with each channel's spend, purchases, approvals, cost per approved and ROAS.

## What Kalman never sends

Spend import only reads from your ad accounts. Nothing about patients goes back to the ad platform through this page.

Still stuck? Log in and open a request: https://app.kalmananalytics.com/support